Alternative Flooring

About

Founded nearly 30 years ago, Alternative Flooring is a multi-award-winning British brand that uses colour, pattern and texture to surprise, excite and delight everybody - from mindful homeowners to forward-thinking interior designers.

Alternative designs and manufactures exceptional carpets, rugs and runners using the highest-quality wool and an extensive range of natural fibres, including seagrass, sisal, coir and jute. The brand also leads the way in next-generation faux materials, championing fully circular design and pioneering collections made with recycled fibres - including those sourced from post-consumer plastic bottles - to reduce environmental impact without compromising on style or performance.

Always guided by its three founding key values: People, Product and Planet. The brand's foundation lies in superior craftsmanship and exquisite design. Finding unexpected new ways for people to fall in love with their floors while protecting the planet, Alternative continues to expand its product range with sustainability at the forefront.

Following the success of the best-selling Anywhere Ca-rPET. Alternative Flooring is once again leading the way in combining sustainable innovation with high-end design, with the launch of Echo-CoRE - the UK’s first fully recyclable textile floor covering for the home. Thoughtfully crafted and consciously made, this pioneering collection reimagines how we buy, enjoy, and repurpose carpets, rugs and runners, proving that sustainability and style can go hand in hand.

Stripes have made a bold comeback, and Alternative Flooring has led the way with the launch of its Wool Candy Stripe collection. A joyful celebration of pattern and colour, the collection features three distinctive designs – Pinwheel, Cane and Lollipop – each brought to life with colour, character and irresistible texture in 100% wool fibre. Alternative has also marked a major milestone with brand-new Margo Selby Carnival Stripes, celebrating ten years of creative collaboration with the acclaimed British textile designer.

Alternative knows how to create flooring that everyone can fall in love with. Its exquisitely expressive collections provide abundant inspiration, allowing customers to express their style and personality through their flooring choices. For Alternative, it’s never just a carpet but design-led flooring that gets as much attention and adulation as any other feature in the home.